Notes from the frontier of boring, important work

Nobody's website dies in a day. It dies in twelve months of tiny, invisible failures — and by the time the owner notices, the damage has been compounding for a year. Here's the month-by-month anatomy, and what maintenance actually has to include to prevent it.

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A growing share of buying decisions now start — and end — inside an AI assistant's answer, with no list of links and no second chance. Answer Engine Optimization is the discipline of becoming that answer. Here's how it works, and the playbook almost no small business is running yet.

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Studies keep finding that around half of calls to small businesses go unanswered — and most of those callers simply dial the next result. The fix isn't hiring another receptionist. It's a text message that sends itself nine seconds after the ring stops.

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